From Humble Beginnings to Cultural Phenomenons: The Story of Super Bowl Ads

I enjoy the spectacle of the National Football League (NFL) 's Super Bowl. I love the commercials even more. As a lifelong family spectator of American football and a former employee of two of the world's largest media and creative agencies, I have a unique perspective on the impact and evolution of the Super Bowl and the commercials which surround it.?

Growing up outside Philadelphia, I was raised in a family of die-hard Philadelphia Eagles fans. But after marrying my wife from St Louis, I became a part of a family of die-hard Missouri fans. This creates a conundrum for me as the Super Bowl approaches, as both teams have a strong following among my family and friend circle.

However, what I have always appreciated about the Super Bowl is how marketers shape their advertisements for the big event. Super Bowl commercials have become a cultural phenomenon in their own right, with high production values, humor, and celebrity appearances. Companies pay a premium price for a Super Bowl ad spot because of the millions of viewers that tune in globally, making it a prime opportunity to showcase their products to a wide demographic.

I am consistently asked about the cost of entry into the Super Bowl. The investment in advertising during the Super Bowl has also dramatically increased over the years. In 1967, NBCUniversal charged companies $75,000 for a 60-second spot during Super Bowl I, and CBS charged $85,000 (roughly $755k in today's dollar value). In comparison, 30-second spots during Super Bowl LVI in 2022 cost a record $6.5 million.

From iconic commercials like 苹果 's "Macintosh " in 1984 to memorable ones like Mars Wrigley 's Snickers' "Betty White " in 2010, Super Bowl commercials have impacted popular culture. And who can forget the legendary Anheuser-Busch 's ads featuring their Budweiser "Brotherhood" Clydesdales ? These advertisements have evolved from humble beginnings to the high-cost, high-impact ads we see today.

According to AdAge, 30-second spots for Super Bowl LVII in 2023 will cost companies a record $7 million, making it a significant investment for any brand looking to make a lasting impression on viewers.?

Whether you're a die-hard fan or enjoy the spectacle of the big game, one thing is certain: the Super Bowl commercials will always be a highlight of the event.

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